The Jim Beam® Lechón A La Varita program was brought to life under the slogan and belief, “Come as Friends, Leave as Family” that was inspired by Fred Noe, the 7th generation Beam Family Master Distiller who is known for hosting people in his backyard to enjoy some of his famous BBQ and genuine Southern hospitality.
Lechón A La Varita was born from Fred’s passion for smoking meats, as every culture has its own style of a backyard BBQ – a time simply spent sitting back enjoying good food, drinks and ultimately the company of loved ones. These backyard Beam BBQs at home are one of the ways the brand continues to honor a cross-culture practice – by joining together to once again, “Come as Friends, Leave as Family.”
Chef Manolo Lopez/images by Andrea Grujic (@by__dre)
Traditionally, in Hispanic cultures, one of the most popular barbecue techniques involves roasting a pig on a spit (a la varita in Spanish). Inspired by this tradition, Jim Beam® crafted the Lechon a La Varita program to reach the US Hispanic community (specifically Puerto Ricans and Dominicans) in an authentic and meaningful way that would capture their attention and their hearts. In addition to bringing culturally relevant food, drink, and music to audiences across the nation, Lechón a La Varita has set out to generate long-lasting bonds between the consumer and the brand via multiple touchpoints.
Since the program’s inception, Jim Beam® has worked with minority and multicultural-owned X7 Marketing, an experiential marketing group based in Miami tasked with bringing in culturally relevant insights, expressions, native games, and activations to fruition. The partners have prioritized working with Hispanic vendors such as DJs, Chefs, influencers, photographers, and videographers to bring Lechón a La Varita to life as it’s important that these activations were made from Latinos for Latinos, in every way possible.
Artist Don Rimx
For their latest activation, Jim Beam® partnered with local New York City charity Uplift NYC to give back to the Hispanic community via their annual pernil drive that helps to feed local families around the holidays. In efforts to support this charity and their amazing initiative, Jim Beam® hosted their first annual parranda event where 100% of the proceeds went to the charity. This Lechón a La Varita activation was the embodiment of what the brand has set out to do since the beginning of 2022, as it brought together a group of 8 movers and shakers to rally behind the initiative.
We encourage you to keep following Jim Beam® and their initiatives to authentically cater to the Hispanic community and give back by showing up and supporting your local communities and Hispanic owned accounts in your area. Keep a lookout for 2023 activations—we know we will be, and we truly hope to see you there!
Follow along at @jimbeamofficial for updates on Lechón a La Varita in your area and other special events & happenings all year long.
Our Best Stories Delivered Daily